Most methods used to predict irrigation water consumption at a regional scale are based on biophysical models and cropping patterns. Their aim is to provide accurate estimations of ‘‘water demand’’ that are useful for water resource management. However, in the case of free access to the water resource,for example pumping from a water table, it is only possible to prevent over exploitation by ‘‘managing’’ the demand for water,which thus needs to focus on farmers’ choices and behavior. In this paper, we propose a framework to represent agricultural activities using typologies of farms and production units aggregated at a regional scale. The framework can be used to estimate consumption of irrigation water and of other inputs, as well as the production of outputs. The framework can also be used to evaluate the effects of technical, economic or institutional changes on farm income, and to predict the consequences of changes for farmers’ choices at regional scale. We used this method in Central Tunisia to estimate irrigation water demand in 1999. We then simulated the changes that would occur if drip irrigation were adopted. The results of the simulation showed some savings in water and in labor, and, with fertigation, an increase in yields. Using drip irrigation would consequently enable farmers to extend the area of drip-irrigated land. We then simulated the widespread adoption of drip irrigation and the resulting extension of irrigated areas: the results showed no savings in water at the regional scale. These hypotheses were confirmedin 2005 using new typologies to estimate the new demand for irrigation water. We also simulated the effects of economic changes on farm incomes. A major increase in the cost of water affected a minority of farms, which consumed only 17% of total irrigation water, whereas a slight decrease in watermelon and melon prices affected a majority of farms, which consumed 78% of total irrigation water. Water demand management tools therefore need to focus on the effects of technical, economic, or institutional changes and on farmers’ choices. 2008 Elsevier B.V. All rights reserved.